What is better to understand your customers than e-commerce feedback?
What is the single most important thing for your e-commerce business right now?
What is that thing that needs to be your guideline for long-term success? It’s not the conversion rate, cart abandonment rate, ad spend or any of those metrics.
It’s your customer.
Unfortunately, customer satisfaction often gets neglected in the sea of data surrounding modern business owners.
Customer feedback is the easiest way to know what you’re doing right with your e-commerce store and what areas need improvement.
However, collecting this type of feedback is easier said than done. Getting the website feedback is anything but easy.
Here are the five tried-and-tested methods for obtaining customer feedback that delivers results, they are
Social Media Feedback
Not all of your target audience will be on social media, but huge portions will. Platforms such as Facebook, Instagram, and Twitter boast billions of users who would love to follow your brand if they are not following you already.
Which is why the social media channel is a great way to collect customer feedback.
You can go with the old school way and simply follow, comments and replies to posts in order to get a feel for what your followers are thinking – effective but not easy to measure.
A while ago, Facebook introduced reactions to posts (besides the like button), in order to delight brands and users worldwide. You can use reactions to elicit feedback from your social media followers as VH1 did in this post:
Although it is not exactly scientifically accurate, you can simply round up the reactions to get a sense of feedback from your followers.
Alternatively, Facebook now allows you to set up a poll and directly ask your users to choose an option, which is a more precise way of collecting and measuring feedback.
Eavesdrop On Other People’s Channels
Have you ever googled yourself to see what comes up in the search results? It is definitely a good idea to do this with your company name so you can see what others are saying about you.
Instead of going the manual route, you can set up Google Alerts for your branded keyword and get fresh insights every time someone mentions your company name.
Alternatively, you can use tools such as Brandmentions that track every instance of your company’s name across channels such as forums, review websites and blogs, so you are always up to date.
Track How Your Visitors Behave
There is only so much that your visitors and customers will tell you. Many of them would give feedback, but some won’t. Luckily, you can optimize that – more on that later – or even collect feedback without asking a question.
These applications let you watch replays of user sessions, following the exact actions visitors take on your site. You get immediate insights into your user experience and you can see areas for improvement. For a more analytical overview, there are heatmaps, showing where exactly visitors tend to stay the longest on your site.
E-commerce Customer Satisfaction Survey
Let’s get straight to the point – the easiest way to know what your visitors are thinking is just asking them right on your website, with a survey. No brainer, right?
In reality, creating surveys is an art form, as you need to ask the right questions, in the right format. Note that having more questions means better insights into your customers’ thoughts, but that the amount of replies decreases inversely with the number of questions.
This was discussed in our feedback guide, at a specific level, around 35 questions, the completion rate starts to level off.
You can use simple WordPress plugins to implement surveys on your site or opt for a more sophisticated drag and drop builder.
If you have the skills to create a mix of multiple-choice and open-ended questions (which I recommend), you will need something with more power under the hood.
If you just can’t get your visitors to fill out your survey, you can offer an incentive such as a discount or a freebie with their next order.
Speaking of orders, transactional surveys are one of the best methods for capturing feedback right after a customer has taken action on your website. Immediately after a transaction takes place, you can ask the customer about their experience, which increases your chance of a reply.
Customer Feedback Email
The money is in the list, as any good marketer will tell you.
Businesses spend years building up a list of leads, and those lists are some of the most valuable assets to any business, regardless of the industry.
Having this in mind, it is also a great pool of past, potential and future customers you can poll to get feedback. Given how important your list is, you should only email them if you are certain what you want to ask.
The magic is in the subject field and getting recipients to open the email. First, let them know what they gain from providing feedback.
Second, let them know how much of their precious time it will take to complete your survey/form.
The end result should look something like this:
Help us create better postcards! Take this 2-minute survey and win a 50% discount on our next webinar!
By offering the right incentive and letting recipients know how they are making a benefit, you are sure to get plenty of feedback information that actually matters.
Collect measurable feedback with unique questions, without going into a complicated process that creates a headache for you and your users.
No matter the industry or the size of your business, one of the most important factors for a business’ success is its customers. If you’re not collecting feedback from your customers, you’re missing out on the opportunity to provide better service, connect to your target audience and ultimately, improve your bottom line.
About the Author
Mile Zivkovic is a freelance content marketing manager and strategist.
Also published on Medium.